The Boom Fueled by Influencers
The COVID-19 pandemic radically accelerated the transition to digital across all facets of life. With in-person interactions strictly limited, companies had to get creative in promoting their brands online to survive. Digital marketing became an overnight necessity.
As reported by Insider Intelligence, spending on digital advertising grew over 15% in 2021 alone. Digital marketing budgets swelled as businesses desperately tried to connect with customers through digital channels. Tactics like search engine optimization, pay-per-click ads, social media marketing and email campaigns saw unprecedented demand.
The Digital Marketing Explosion
The rise of social media influencers was a key driver of this as well. With billions stuck at home, people turned to Instagram, TikTok and YouTube influencers for entertainment and community. Thousands more signed up to BE the entertainment finding time on their hands. Smart brands partnered with popular content creators to leverage their devoted follower bases.
Influencer marketing spends surged from $1.7 billion in 2016 to over $13.8 billion in 2021 according to InfluencerMarketingHub. Influencers proved to be the golden ticket for brands trying to cut through the digital noise and reach captive niche audiences.
The Value of Digital Content Production
Fueling influencer marketing and digital strategies as a whole is a steady stream of engaging digital content. Writers, videographers, photographers and designers are invaluable in producing the blogs, social media posts, videos and images that influencers use to connect with followers.
Regular valuable content is critical for brands trying to organically build their authority and reach online, as Search Engine Journal outlines. Recipes for food blogs, beauty tutorials for Instagram, news roundups for email subscribers – content is the lifeblood of digital marketing.
For today’s businesses, digital marketing and content creation work hand-in-hand. Influencers rely on enticing their followers with content. Marketers amplify and distribute that content through paid ads and social campaigns. To succeed online, brands should leverage both skillsets to attract, engage and persuade their ideal customers.
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